Online Marketing - Guide For Control Freaks
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Transcript of Online Marketing - Guide For Control Freaks
8/8/2019 Online Marketing - Guide For Control Freaks
http://slidepdf.com/reader/full/online-marketing-guide-for-control-freaks 1/32
Marketing for ControlMarketing for Control
FreaksFreaksIntroduction to Online MarketingIntroduction to Online Marketing
Measurement & Consumer StalkingMeasurement & Consumer Stalking
Theidentitychef.com
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Theidentitychef.com
@sdarine
facebook.com/sdarine
linkedin.com/in/darine
TheIdentityChef.com
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Measur ement f Tr aditi nalMeasur ement f Tr aditi nal
Mar eting Eff rts Mar eting Eff rts Competitive Intelligence
Advertising & PR ± Circulations & Ratings
± Focus Groups
± Agencys Word
± Sales Revenues / Growth - Marketshare
± Internal Feedback
± Audited Stats
± Special Numbers/ Links/Promotions
Product Launch Success
Annual Reviews Other Marketing Efforts s/a:
± Branding
± Effectiveness of Marketing Tools
± ROI of Exhibitions & Trade shows
Theidentitychef.com
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The 80/20 Rule (Pareto Rule)The 80/20 Rule (Pareto Rule)
80% of your response rate comes from 20% of
your marketing efforts!
The challenge, however, comes from
identifying that critical 20%
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Traditional MarketingTraditional Marketing
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WHY?WHY?
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We can only Analyze PostWe can only Analyze Post
Factum, way after th
e point of Factum, way after th
e point of No Return.No Return.
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We CANNOT Audit as we go!We CANNOT Audit as we go!
We CANNOT Tweak, Change,We CANNOT Tweak, Change,Delete on a realDelete on a real--time basis.time basis.
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And Most of the time we DONOT And Most of the time we DONOT
HAV Accurate DataHAV Accurate Data..
We can not know what is wrong.We can not know what is wrong.
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Online MarketingOnline MarketingThe perfect sphere for the curiousThe perfect sphere for the curious
questioning mindsquestioning minds
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We can measure anything weWe can measure anything we
wantwant as long as:as long as:
We KNOW what we want to measure
PLAN for it
& use the RIGHT TOOLS
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Some of Some of WhatsWhats,, HowsHows andand
WHYs of Online MarketingWHYs of Online MarketingMeasurementMeasurement
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How do you prepare?How do you prepare?
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Step 0. PreparationsStep 0. Preparations
Make sure you have a good designer and a
GREAT developer *on board.
Make sure you have a good relationship withyour Designer & Developer because without
them you can not go far.
± Become Tech Friendly (Marketing Technologists http://ht.ly/3sLnZ )
± Learn Basics of Design, Whitespace Balance, PsychologicalElements involved in Interaction Design
*savvy in analytics
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PreparationPreparation
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A. Know how to set your traps
± Objectives
± Engagement Strategy
± Resources
What do I want them (consumers) to learn/do?What do I want them (consumers) to learn/do?
What Else Can They Do? / Would they Like to know ?What Else Can They Do? / Would they Like to know ?
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PreparationPreparation
B. Think of what you want to monitor
&WHY
&
FOCUS ON THAT
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PreparationPreparation
C. Build Your Properties to be ENGAGING &USABLE
± Content is King
± Invest in your landing pages design
± Employ Neuro-Marketing tactics
± Strategically plant Calls to Action
±
Provide Guidance and Help ± TEST, TEST, TEST
± Eliminate Friction
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The more engaging you make your Online
Marketing efforts the more feedback you willget from your audience either direct/indirect
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Engagement = Actions = FeedbackEngagement = Actions = Feedback
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PreparationPreparation
D. Have your eyes and ears open and be
prepared to tweak, change, escalate on an
ongoing basis.
E. Have a system for recording your results ,
documenting your case studies & comparing
them over time
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Let¶s See Some of What YouLet¶s See Some of What You
Can Measure/Check«Can Measure/Check«
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1. On Website/Landing Page/Blog1. On Website/Landing Page/Blog
Web Analytics
± What can you measure with it?
± Some stuff needs extra development to be
measured
± On Web Analytics Accuracy
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1. On Website/Landing Page/Blog1. On Website/Landing Page/Blog
A/B Testing (example to learn from on http://www.abtests.com/ )
Checking for broken pages/links
Website Rating (tools)
Search Engine Rank , Page Rank & SEO
±# of inbound links
± Free Tools Examples ( Keyword, PR, Manual Searches, Alerts )
Feedback / Engagement ± Ask for feedback
± Downloads
± Social ( Digs, likes, Shares, Tweets.)
± Comments
± Leads ( Demo Requests, Contact Forms Filled, Calls)
±Link Backs
Cross Browser Testing including mobile
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2. In Your Email Marketing2. In Your Email Marketing
A. Email Marketing Tips Checklist Based on lead nurturing strategy
Should be permission based & targeted ;)
Should provide valuable content
Easy to Opt Out
Easy to contact you back
View Online Option
Balance of Text & images
Prepare in advance
Test, Test, Test
Embed Tracking
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2. In Your Email Marketing2. In Your Email Marketing
B. Measurement
- Open Rate (+)
- Bounce rate- Conversion Rate
- Response Rates (Online & Offline)
- Case Studies of feedback
- Do not forget to monitor how they change over time
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3. Advertising3. Advertising
A. Online advertising terms
Advertising Types:- CPC VS CPM VS CPA VS Flat Rate
- Concept of targeting
- CLICKTHROUGH RATE
- AD NETWORKS OVERVIEW ( Google Ads,
Adsense, )
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3. Advertising3. Advertising
B. What can you measure?
B
efore: ± You can know ahead approximately how much you
should pay per targeted lead to click (Google Keyword
Tool)
±
Search Trends /Estimated Daily Clicks ( SearchInsights)
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3. Advertising3. Advertising
B. What can you measure?
After: ± How many people viewed your ads
± CPC Rate & Click Through Rate ± What Ad Version is performing better
± Which Ad Networks/Types direct most traffic & Which generate moreconversions How Engaging is your landing page
± Which Keywords performed better
± How did they act after clicking on your ad on landing page
± Where did they leave ± How much they stayed
± Realtime change overtime
± Realtime Alerts on conversions
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4. Social Media Activity4. Social Media Activity
ROI vs ROE
Engagement & Reach
± Concept of Hashtags
Impact on SEO
Sentiment !!!!!
What is being said about your brand in real time?
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5. Cost Per Lead & Cost Per 5. Cost Per Lead & Cost Per
AcquisitionAcquisition
What does it apply to ?
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Not for those who areNot for those who are
indifferentindifferent
Resources & learning tools for futureResources & learning tools for future
digital marketersdigital marketers
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Resources to get you startedResources to get you started
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THANK YOU!THANK YOU!Theidentitychef.com
@sdarine
facebook.com/sdarine
linkedin.com/in/darine
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Attribution-NonCommercial-ShareAlike 3.0
Unported License. To view a copy of this license,
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Check out this licenses limiitations here.
I would be happy to hear about how this
presentation has helped you.
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